Target Market Analysis of Starbucks

The first Starbucks opened in 1971, in Seattle’s historic Pike Place Market. The name, inspired by Moby Dick. Howard Schultz (Starbucks chairman, president and chief executive officer) had first walked into a Starbucks store. “He had a vision to bring the Italian coffeehouse tradition back to the United States. A place for conversation and a sense of community.” A third place between work and home. From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection. ("Company Information | Starbucks Coffee

“To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time ("Starbucks", 2012).” Starbucks mission is to not only provide the highest quality of coffee but also make a positive impact on the world. Ethisphere Institute over the last six years has selected the World’s Most Ethical Companies and Starbucks has made the list every year. What are the key components that make Starbucks one of the most ethical companies in the world? Starbucks has developed the Standard of Business Conduct guide for their financial environment, as well as the behavior of their employees. Starbucks uses strict regulations and a variety of audits to ensure their

Two reasons Starbucks has been so concerned with social responsibility are the negative impact on the company if they aren’t and the financial and nonfinancial rewards because they are. According to our textbook, Starbucks has been engaged in responsible business practices almost from day one of operation.

Starbucks not only sell coffee in their top notch coffee houses but also distribute it. Starbucks has a reputation of providing their customers with the best coffee bean available and in order to get such a high grade bean they help the coffee bean plantation owners to improve their business to provide a better quality coffee. Starbucks and coffee are an American staple.

Starbucks customers are diverse, well educated, young business people looking for a quick and easy way to grab coffee on their way to work. Starbucks values a strong relationship with their customers so they are

The opportunity actively researched is a “Coffee of the Month” Program offered at a special discounted price to draw in college students and other potential coffee patrons who often use Starbucks’ Wi-Fi services without making a real purchase. Offering a product at a discounted price ought to result in more coffee sales and larger revenue for Starbucks.

Starbucks advertises two essential mission statements. First and foremost, it strives to “establish [ourselves] as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while [we] grow(s).” (Starbucks) Reflective of its mission, Starbucks bases its strategic campaign and communications on six indispensable philosophies; structuring a pleasant work environment in which employees are treated with “respect and dignity,” incorporating diversity in all business aspects, purchasing, roasting and delivering fresh coffee, retaining satisfied customers, giving back to the community and environment, and developing

One of the biggest coffee Corporations in the world is  “Starbucks”.  The first Starbucks opened in Seattle, Washington; on March 30, 1971 the founders were three students from the University of San Francisco what are the odds of an English teacher, a writer and a history teacher coming together, their inspiration came from the entrepreneur Alfred Peet after Alfred Peet introduce them to his style of roasting coffee beans, during the first year of operation Starbucks only brew free samples while they only sold roasted coffee bean . The name Starbucks was inspired by the book name Moby Dick which is a character in the book . The logo was also inspired by the siren in Greek Mythology . I will

Starbucks’ opened its first store in 1971, at Pike Place Market in Seattle, by three partners Zev Siegel, Jerry Baldwin and Gordon Bowker. Starbucks opened with the intent of being a gourmet coffee bean retailer and coffee equipment seller. The Starbucks name and logo came from two influences; a character named Starbuck in the classic book, Moby Dick, and a mining camp on the base of Mt. Rainier called Starbo. These two influences were combined to create Starbucks.

Who hasn 't wondered into a Starbucks location, then left muttering: "I can 't believe I just spent six dollars for a cup of coffee"? Starbucks has built its reputation on serving quality coffee at a high price. It has positioned itself accordingly.

Thus, it is evident that the Starbucks is well positioned around its strengths, which far outweighs its weaknesses. The company must maintain its supplier relationships, and continue to offer compelling and premium products to its customer base in order to stay relevant and compete against other coffee giants.

Starbucks is a global household name known for its quality and consistency. The company was established in 1971 and has since been thriving focusing its efforts on their community and their employees. Starbucks brand involves its commitment to ethics, sustainability, and most importantly “people first, profit last”(Ferrell p.399). One social responsibility that sets Starbucks above the rest is their care for their employees. Starbucks offer one of the best health care programs in the coffee shop industry. Unlike most companies they consider their employees as business partners and provide all partners that work at least 20 hours a week with a fulltime comprehensive benefit plan. The company spent more in its employee insurance health benefits than on the raw materials for brewing the coffee. This gave the employees a sense of security and satisfaction to their job. Starbucks strives to keep their employees enthusiastic and active. This is created by providing a great encouraging work environment. They treat each other with respect & dignity.

Consumer outreach is another factor that Starbucks must focus and invest highly in. This has not been an issue for Starbucks as its products were usually advertised by the word-of-mouth, or by advertising through the Starbucks branded cups. Since the usual customers tend not to like the idea of the instant coffee, it will be hard to have them buy and carry the new product long enough for the advertising affect take place. Also, since not that many people will buy the product initially, the word-of-mouth style of advertisement will be at its minimum. Additionally, even if the product is purchased, it will most likely be mixed in a non-Starbucks branded cup, which will make it impossible for the product to advertise for itself. Therefore, the company must increase its advertisement budget and increase the use of the media to counter the said problems. This problem is further highlighted by the price the product is being offered at. Even though, Starbucks has announced the move to help customers

Starbucks maintains the same corporate image and customer service in all their stores all over the world, they also adapt their design and food and beverage offerings to become more relevant to the specific country or culture where they are.

The greatest threat of them all at this particular moment for Starbucks, or any other company for that matter, is the global economy crisis. In particular the source of the crisis, this lays in its home country the U.S. So if more than ¾ of the companies growth is depended on the U.S. then the